Search

Follow me on Twitter

Let it snow.

When I was seventeen, I spent a week in Geneva.

It’s a beautiful city. I met nice people, I tried fondue for the first time and for the first time in my life I saw snow. I’m from Northern Ireland, we are a mild, wet little corner of Europe and some years in the winter we get snow. But Geneva was the first time I saw snow.

I’m talking about snow that comes up past a grown man’s knees the kind that a city does not simply weather for a few days but that they actively plan for, in the sure and certain knowledge that if they don’t, it’ll grind the city to a halt. What surprised me most was how completely unaffected the city was by a heavy snowfall, they were ready.

Geneva came into my head because of Toby Young. As far as I’m aware, Young isn’t Swiss but then I don’t know very much about him. I read how to lose friends and alienate people a couple of years ago (mostly just to see if there was a theoretical basis for what I was already clearly very good at) but I don’t have particularly strong views on him one way or the other.

Toby Young got me thinking about Geneva because he was, at the start of the year, at the centre of a ‘Twitterstorm’.

You’ve seen a Twitterstorm, there’s one almost every day. In fact the only thing that was remarkable about #Younggate was how unremarkable it was. You can google for the details but to summarise;

Toby Young was appointed to the Office for Students (OfS) which is a group the government set up to regulate the higher education market

Tweets surfaced of Mr Young saying some regrettable things

The proverbial hit the fan

The government doubled down and supported Young

Eventually Young decided to resign his post after the pressure wouldn’t let up

The term is bandied about these days, primarily by middle aged white men, to decry the stereotypical student or “young people today” as soft and easily offended, too pampered and protected to ever listen to ideas they don’t like.

‘Snowflake’ is a stupid term for two reasons. One, it’s a bit like Justin Bieber jokes, funny at the start but now just lazy. Ironically, considering how it’s used, it’s actually a phrase designed to shut down debate i.e. “I don’t have to listen to you, because you’re a snowflake”.

Secondly it’s being used wrong. I know, there’s a lot of people who want to paint students and young people generally as unwilling and unable to listen to ideas they don’t like. Much has been made of Universities and student group’s no-platforming certain speakers. Milo Yiannopoulos and Germaine Greer are two very different people but both have been refused platforms by different University groups who consider their views offensive. No-platforming is criticised as being anti free speech and cowardly. The argument is that students should be opened up to ideas they might not like in order to challenge them and that all speakers should therefore be entitled to platforms at all University’s.

Have you been on the internet recently? This isn’t the 19th Century, the great debates of our day aren’t taking place in draughty lecture theatres anymore, they rage day and daily online. There are literally thousands of platforms for people to promote any ideas they have. Hard right news organisations like Breitbart are mainstream now. Even if you buy into the echo chamber idea and believe that everyone online is only listening to people they agree with, late last year actual Nazi’s marched through Charlottesville in the USA chanting “Blood and Soil!”. The actual Nazi’s are back in the mainstream news and the real world.

The “snowflake” generation aren’t avoiding hearing ideas they don’t like, if anything they’re inundated with them. Never in the history of humanity have so many people had so much access to so much information. It’s not that “Snowflakes” are incapable of hearing ideas they don’t like, it’s that they hear them and think “Enough”.

This isn’t a sign of weakness it’s a sign of strength. People are realising that they don’t have to listen to stuff they find offensive silently and that social media provides not only a platform to make their voices heard but also a tool to organise, to amplify those voices.

People might be acting like “Snowflakes”, but only in the sense that they are realising their collective strength. Alone, a snowflake melts easily, but as part of a multitude, they can shut down cities.

So what’s this got to do with a blog that’s supposed to focus on PR and Communications? Well, these “Snowflakes” have the ability to drive news agendas and shape public policy without ever looking up from their phone. The Young example from the start of the year is just one example of how people who were dismissed as “Snowflakes” for finding Toby Young’s old tweets offensive used a social media app to dominate the news cycle and drive a change in the real world.

The genie is out of the bottle now the “Snowflake generation” have seen what happens when they flex their collective muscles and to dismiss them as “weak” or “afraid” is to fundamentally misunderstand them and more dangerously underestimate them. Instead, the lesson for organisations is to be like Geneva. Twitterstorms exist and sometimes they’re going to hit you, the only thing you can do is prepare for them.

Jason Ashford is currently studying an MSc in Public Relations and Communications with political lobbying at the University of Ulster. He can be found on Twitter @jasonashford89